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" Synergist Communications looked past our immediate needs and objectives and provided our organization with professional recommendations and intelligent solutions we hadn’t originally considered. Their strategic approach and unique process enabled us to establish a shared vision prior to developing our marketing materials. As a result we are confident our brand and identity is on target and the programs and initiatives we are implementing will achieve our marketing objectives and continue to be successful for years to come. "

Ineke Boekhorst
Downtown Maple Ridge


" Synergist Communications has been a pleasure to work with. Their leadership and excellent process helped us define where we were as a community and allowed us to focus and develop a shared vision for Harrison Hot Springs. We are confident in our brands direction due to their ability to engage stakeholders and identify and analyze the current realties facing our municipality. Synergist Communications level of service and creative is a true testament to their passion for place branding. "

Andre Isakov
Harrison Hot Springs


" We’re more than pleased with the new site. It’s attractive, current and easy to navigate for anyone looking to visit or do business in Downtown New Westminster. This was the goal when we initiated the process and Synergist has delivered us the exact tool we had hoped. They provided training for our staff so we can keep it current and fresh with content as it comes available. "

Kendra Johnston
Downtown New Westminster


Synergist Blog
What Do You Mean By Brand?

February 2011 - by Jeff Nixon 

If you asked 100 people in 100 different boardrooms what they meant by brand; you’d likely get 101 different answers. The responses would include some common visual identity elements – perhaps a logo, stationary, promotional items, and even a website – but that’s not all there is. If your logo and stationary help you to decide what programs and initiatives to implement, what communications tools and tactics to be used, when and who to hire or fire and how to answer the phone, I need to meet your designer.

No matter how strong your visual identity is; it is not your brand. Tools such as your logo and stationary system create your organization’s visual identity. They SHOULD personify your organization’s core values and attributes and reinforce what you stand for, but they cannot create a brand on their own.

Rebranding programs are fun, informative and energizing experiences that engage all participants. When we work with our clients, we have some serious fun and we take a hard look internally to review gaps and weaknesses that need to be addressed. It’s not just about amending your visual identity to look good; brand development and implementation are essential so your community understands how great they are and what makes them truly unique.

What do I mean by brand development and implementation? There are 7 key elements of developing and implementing a community brand:

  • Undertaking a research and discussion process to support the rebrand.
  • Identifying current stakeholder perceptions and associations.
  • Acknowledging gaps in the community’s brand.
  • Creating a shared vision for the future.
  • Developing a strong visual identity.
  • Acting to eliminate gaps, change beliefs, and strengthen positive perceptions.
  • Measuring and evaluating outcomes.

jeff_nixon

Jeff Nixon is senior consultant at Synergist Communications (www.synergistcommunications.com). He is an expert in strategic place branding and takes pride in helping organizations to improve public perception, encourage investment, and create a better community through effective brand management. Follow on Twitter @Jeffrey_Nixon.

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